Laurent Florès, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 341-343
As market researchers get largely criticized in their ability to properly measure the world we live in, the author argues that they should reconsider "survey methods" less as "traditional research" and more as a "paradigm" in the Khunian sense.
NEW YORK: Despite the insistence of academics who point to “truths” in advertising research, studies may benefit from carrying an expiration date, according to a paper published in the Journal of Advertising Research (JAR).
Naoki Takahashi, ESOMAR, APAC, 2018
Introduces the initiatives of Marketing Research 2.0 (MR2.0), a voluntary group of professionals who are either suppliers or clients in Japan's MR industry, and illustrates a case of successful collaboration between suppliers and clients in Japan.
Thomas Walker, Cecilia La Greca and Horst Feldhaeuser, ESOMAR, Latin America, April 2017
This paper describes how Coca-Cola, the beverage company, ensures consistency in its market research globally, through the use of a partner organisation that monitors and supports the activities of its research agencies around the world.
Tim Macer and Sheila Wilson, International Journal of Market Research, Vol. 59, No. 2, 2017, pp. 173-198
Against the theme of this year’s conference, 'Are we there yet? Where technological innovation is leading research', this paper provides evidence-based observations on where technology has led research in the recent past, and where it appears to be leading now.
Richard Bordenave, ESOMAR, Congress, 2017
This paper predicts that, with technological advances of bots, AI and VR in delivering customer experience (CX), there will be an unprecedented demand for human care and personal relationships across customer journeys.
Stephen Whiteside, Event Reports, 4A's Strategy Festival, September 2017
Understanding consumer wants and need is vital for Airbnb, the peer-to-peer online accommodation platform, as it seeks to provide the best possible experiences for the guests and hosts using its service.